Barriers of attracting male top talents for L'Oréal: Qualitative Study

This research study analyzes the main barriers L’Oréal is facing for attracting male top talents. Based on fourteen interviews with participants from three levels of exposure to L’Oréal, the research discovered several differences of the perception of L’Oréal’s culture. Revealed barriers not only seem to apply to males but rather in general and include unsatisfied communication, entrepreneurial spirit not perceived as such by graduates, a stereotypically rather male than female company culture and the failure of successfully communicating the importance of gender balance. In order for L’Oréal to change from these misconceptions, three areas of improvement have been identified: points of contact, clarity of communication and employee attraction. Finally, managerial recommendations have been provided.